The media is full of stories about why CRM isn't successful and how companies are lagging behind the move to customer centricity. Last month, I attended a CRM symposium and discovered that many executives aren't even aware of what's possible with CRM and how to have an impact with the technology. I've done a lot of work on this issue and wanted to share my insights with you.
Why Naked CRM Doesn't Work: Maximize CRM Value with an Interactive Sales Portal is a new ebook I've written to help business executives come to grips with deriving value from their CRM systems. It includes strategic ideas and scenarios about how to leverage the most value from the information your CRM system collects to drive sales and marketing effectiveness. Technology can be very effective if it's implemented thoughtfully with attention paid to getting and giving the most out of every interaction.
Research shows that utilization is the primary obstacle preventing CRM from contributing lasting results to an organization’s performance and productivity. Many organizations spend a lot of effort and resources implementing CRM systems only to have salespeople resist using them. The key to successful CRM systems is the method by which information is collected and utilized. CRM systems collect the raw material, but to be successful, the collection must be painless and the raw material must be available in useful ways.
Learn how a sales portal can provide the tools both sales and marketing need to improve performance by aligning CRM with sales processes, providing on-demand access to valuable, real-time information and enabling collaboration. Interactive sales portals also reduce the need for manual data entry by extracting data from the backside to update the CRM system automatically. Learn about three major CRM challenges salespeople face and how sales portals can help to overcome them.
Download it now and pass the link on. After you've read it, I'd enjoy hearing your thoughts and comments.